When we don't see them, it's easy to miss what matters. In finding them, the way forward becomes clear. Greenberg is a research and strategy consultancy that integrates insight, design, and patterns thinking to help businesses transform.

Work

Solutions

Formulaic thinking is the enemy. Off-the-shelf solutions result in predictable answers. At Greenberg, we begin every engagement by deploying the relevant tools – strategy, qualitative, quantitative, and design – to match each unique challenge. Clients seek our expertise in five broad areas.

Brand

Your business needs maximum brand performance. How do you synchronize brand and business strategy to fuel reputation? The Greenberg toolbox includes:• Programmatic Brand Strategy – Holistic analysis of the brand ecosystem to optimize engagement, resource allocation, and ROI• Positioning Development – Corporate/product positioning analysis and evaluation to build more salient differentiation• Brand Prototype – Insight-based development of new territories and brand extensions

Communication

The Holy Grail is a message that moves the needle. How do you ensure your marketing and communications have impact? The Greenberg toolbox includes:• Creative Development – A marketing support-oriented approach to evaluating differentiation and creative power• Message and Creative Evaluation – Objectives-based, humanQuant™ analytics to assess, refine, and validate creative direction, and support decision making• React and Refine – Rapid analysis of consumer or business communications when timelines are tight and quick concept refinement is required• Campaign Impact – Objective-based approach to track, evaluate, and refine campaign communications

Product

No one asked for an iPhone. How do you map and design offerings for as-yet-unrecognized needs? The Greenberg toolbox includes:• Need-State Mapping – Present- and future-oriented assessment of WholeHuman™ need states to identify product implications and recommendations• Innovation Workshop – Multi-stakeholder ideation and creation session for identifying, prioritizing, and aligning innovation pathways• Prototype Evaluation – Alpha- and beta-based testing of user experience, communication, and messaging for refinement

Organization

Employees are your most valuable advocates. How do you affect lasting change to sustain their effectiveness? The Greenberg toolbox includes:• Vision and Values – Workshop-based Identity Mapping to activate, and sustain transformation• Spirit of the Chief™ – C-level consulting to identify and remove barriers to leadership excellence — leading others from a place of integrity, honesty, and a deep grounding of self-knowledge• Insight Activation – Programmatic approach to embedding deep customer learning into the bloodstream of the organization• Enneabrand™ – A proprietary tool that helps organizations raise awareness and move beyond the habitual behaviors which limit innovation and stunt growth.

Perspective

When businesses seek the “why” behind what customers think and do, they often overlook the fundamental patterns of what makes us human. Assumptions become decisions, myths are perpetuated, and mistakes are made. Our approach begins by taking a wider perspective.

WholeHuman™

Emotions and attitudes are powerful drivers of choice, often missed in research that focuses on behavior alone. Greenberg’s WholeHuman™ approach focuses on the entire individual, not just what they do.

By drawing on all three centers of human intelligence – head, heart, and gut – we can better understand authentic patterns: how someone feels about the choices they make, who they trust, what they enjoy, where they enjoy it, whom they share it with, and how context changes their views and feelings. Ultimately, a broader set of variables provides deeper insight to inform smarter marketing and engagement.

One of a Kind

Your business is unique. So are the challenges you face. Off-the-shelf research solutions don’t always reveal the deeper truths you need in a changing landscape.

At Greenberg, we match the strategic framework to the problem, not the other way around. We begin every engagement by deploying the relevant tools – strategy, qualitative, quantitative, and design – to ensure the alignment of objectives and the methodology, as well as maximum ROI for every research dollar spent.

Context Drives Insight

Qualitative research is not just about “methodology.” Understanding new behaviors requires context-led, multi-disciplinary thinking to get at the heart of what really matters.

We are a team of creative strategists with diverse backgrounds, focused on gaining deeper, actionable insight for our clients. From in-home ethnographic interviews, on-line boards, and friendship triads to focus groups on a bus, in a facility, or on a plane, we believe that creativity, context, and a 360° mindset are essential ingredients for revealing compelling insights to inform leadership narratives.

humanQuant™

Increasingly, online surveys are bland, robotic tools that elicit automatic responses. It’s no surprise that drop-off rates are rising, and that getting data you can trust is increasingly difficult.

At Greenberg, we’ve turned quantitative research on its head by framing it around more intuitive angles of inquiry. humanQuant™ addresses both how questions are asked, as well as the design of the environment, and deploys new analytical tools to capture the output. By framing traditional questions in new ways, we have increased the depth of response and willingness to engage in ways that yield new insights to elicit the answers you need.

Patterns Thinking

We help identify these patterns and, more importantly, the connections between them, to create an evaluative and predictive framework. Together, these help reveal the bigger picture and better shape strategy, communication, and product development.

Segmentation That Sticks

Segmentation represents one of the greatest risk/reward spectrums of any strategic assignment. At one end, there’s the opportunity to understand the deeper motivations and needs of your customers. At the other, there’s a very real chance that no one in your organization will pay attention.

At Greenberg, we've built a Segmentation and Persona process that integrates data, insight, and design to create enduring organizational impact and transformation.

Making Big Data Human

At Greenberg Labs, we have pioneered an entirely new approach to behavioral tracking that integrates the accuracy of passive listening with the depth of our humanQuant and ethnographic tools. Our clients can now isolate the impact of specific marketing properties on engagement, as well as identify how best to target and where to invest. By converting numbers into narratives, we help them gain a clear, accurate view of customer trends – and answer the question: “what next?”

Mapping the Journey

Gaining structured insight into the customer experience is vital for determining how to build an integrated strategy and prioritize resources.

At Greenberg, we help clients map the customer journey to build a holistic and actionable understanding of that experience. This informs marketing, product development, distribution strategy and brand communications. The “Seven Steps in the Chinese Travel Experience” video summarizes our approach.

People

We bring passions and principles to a shared set of values, for clients and each other, including what it means to be human – head, heart, and gut.

Mark Alexieff

Head

Heart

Gut

Marlon Cumberbatch

Head

Heart

Never stray too far from music and you'll always have an excuse to sing and dance.

Gut

When people talk, listen. Your own voice has nothing to teach you.

Marshall Platt

Head

VP, Qualitative Strategy

Heart

Exploring the wide world through relationships, travel, language and art

Gut

Find what makes people tick

Mike Suiter

Head

Strategist

Heart

Backpacking into the woods until there's no cell service.

Gut

Get comfortable being uncomfortable

Miriam Guevara-Nelson

Head

Director of Operations

Heart

Learning through my kid's eyes has opened the world to me, and given a much deeper meaning to love, life ... and patience!

Gut

Be practical: just do it!

Moose

Head

Director, Toy Destruction

Heart

Morning snuggles on the human bed

Gut

With patience and persistence comes cheese

Nani Stern

Head

Director, Video Production

Heart

Debilitating laughter from impeccably-timed wit

Gut

Don't sweat the small stuff

Naomi Tyler

Head

Director, humanQuant

Heart

Reading a good book, drinking tea, curled up on the couch or sitting on a park bench

Gut

Patterns, organization, simplicity

Nicola Finnerty

Head

Senior Director, Strategy

Heart

Having a great time storytelling with friends

Gut

Just do it – adventure in the everyday.

Nikia LaFontant

Head

Senior Strategist

Heart

Experience the world and all its flavors

Gut

“It always seems impossible until it’s done.” - Nelson Mandela

Philip Heuring

Head

VP, Head of Qualitative Strategy

Heart

Practicing yoga – on and off the mat

Gut

Create the sparks that move people and organizations

Praveen Sharma

Head

Vice President, Marketing Science & Analytics

Heart

Optimizing on health, family and work.

Gut

The world favors the brave.

Safoura Haghighi

Head

Art Director

Heart

Practicing being a whole human

Gut

Welcoming challenges and obstacles with open arms

Sasha

Head

Chief Snacks Officer

Heart

A never-ending game of frisbee on a windless day

Gut

When all others refuse, go ask Grandma

Scott Lansing

Head

Senior Strategist

Heart

Letting my inner foodie run wild – with pit stops to the gym along the way

Gut

Remain open to the opportunities life presents and you'll figure out the rest

Shristika Tandukar

Head

Senior Analyst

Heart

A good book and a cup of coffee (Books may well be the only true magic)

Gut

Trust the vibes you get because energy doesn't lie

Stephanie Brooks

Head

Strategist

Heart

Losing myself in a great story and finding myself in the great outdoors

Gut

The only real mistake is the one from which we learn nothing!

Steve Ingledew

Head

SVP, Strategic Planning

Heart

Playing soccer until they have to carry me home

Gut

Leave it all on the field

Susan Monahan Board

Head

Senior Director, Strategy

Heart

Take the scenic route. Surprise yourself.

Gut

Prepare to listen.

Swosti Chhetri

Head

Accountant

Heart

I love being out in nature, playing guitar and spending time with friends and family.

Gut

Seize the day (carpe diem).

Tim McGrew

Head

Strategist

Heart

Enjoying a good story - whatever the medium.

Gut

Take a chance. There’s no worse feeling than saying you did nothing.

Wayne Bonilla

Head

Video Editor

Heart

Family over everything

Gut

Attitude affects altitude

Contact

Our headquarters are in the Bay Area, with team members in LA, New York, Seattle, Portland, Denver, Phoenix, Philadelphia, Salt Lake City, Boise, Orlando, and Stockholm. While we have our home bases, every day we work around the globe, keeping pace with the perpetual change in people's lives and their cultures.